From Browsing to Buying: How Home Screen Ads Influence Viewer Decisions

Author: Eli Zang

In today’s streaming-first world, the home screen has transformed from a simple interface into one of the most valuable pieces of real estate in the connected TV (CTV) ecosystem. It’s the first stop in the viewer journey – where decisions are made, curiosity is sparked, and attention is focused.

For advertisers, this space offers a rare combination of scale, relevance, and intent. Unlike traditional ad placements that run between content, home screen ads meet viewers in a state of discovery – when they’re actively searching and open to influence. That makes it a prime opportunity to make an impactful first impression.

These insights come from the newly released Xumo Advertising report, “Prime Real Estate: Why the Home Screen Is a Winning Address for Advertisers,” which explores why the home screen is becoming a critical touchpoint for brands, how advertisers are leveraging it, and what makes these placements both seamless and novel to viewers.

 

Discovery Mode: A Moment of Maximum Attention

When viewers power on their connected TV devices, the home screen is the first thing they see – and the first moment they enter “discovery mode,” a high-value state where attention is focused and decisions are being made. Unlike passive scrolling on social or habitual channel flipping, this is a moment where viewers are focused, intentional, and receptive – prime territory for advertisers.

Consider this: 82% of viewers don’t always know what they want to watch when they turn on the TV,¹ and 62% actively surf or scroll to find content.² Even more telling, 65% spend at least six minutes exploring before making a choice.² That’s six uninterrupted minutes of engagement, time when viewers are receptive to influence and open to suggestions. For advertisers, this is an opportunity to shape the viewing journey before it even begins.

 

Why Home Screen Ads Stand Out: A Better Viewer Experience

Home screen ads don’t interrupt the experience – they complement it. Positioned at the very start of the viewing session, these ads feel natural and even helpful, guiding viewers toward content they might enjoy. Research backs this: 58% of viewers say home screen ads fit seamlessly into their experience and 59% find them unique and attention-grabbing.³ In other words, these placements aren’t simply tolerated, but they’re noticed and appreciated, associated more with discovery and relevance rather than disruption.

And this isn’t just theory – it translates into real, measurable results. In a recent Xumo campaign, households exposed only to home screen ads accounted for 31% of impressions but drove 47% of sign-ups.⁴ Even more striking, viewers exposed to home screen ads were 142% more likely to sign up compared to those who weren’t exposed.⁴ That’s proof that meeting viewers in discovery mode doesn’t just capture attention – it drives conversion – and for advertisers, this means home screen ads aren’t just branding – they’re performance drivers.

 

Best Practices for Advertisers

To maximize impact, advertisers should focus on three key strategies. First, connect your brand with content by aligning placements with relevant moments, such as sponsoring a holiday movie collection, to drive contextual relevance. Next, build a full-funnel strategy by pairing home screen ads with in-stream video, ensuring frequency and recall throughout the viewer journey. Finally, tailor your call-to-action to align with the purchase funnel by incorporating interactive elements like QR codes, promotional offers, or in the case of media/entertainment advertisers, click to watch, which can boost engagement and provide measurable conversions.

Home screen advertising is more than just a new tactic – it’s becoming a cornerstone of CTV strategy in today’s streaming era. By meeting viewers at the start of their journey, brands can make a lasting impression and drive meaningful outcomes. Ready to put these insights into action? Download the full Xumo Advertising report now to explore detailed data, best practices, and strategies that will help you maximize the impact of home screen advertising.

 

Sources:

1. StreamTV Insider, “Consumers Spend More Time Viewing but Use Fewer Video Services,” 9/6/23.
2. Comcast Advertising, Content Discovery in a Multiscreen TV World, 2023.
3. Dynata survey commissioned by Comcast. May 2025. n=1,000. US respondents.
4. Analysis of XUMO advertiser campaign from Comcast Ad Exposure data matched to Internal Paid subscription data. Campaign Dates: Mar 2025. Control Method: Footprint-Based Control.